Downloaded 13 times
![Here’s what people usually do
instead:
1. Lead generation Blitz valuable prospects
2. Nurture cycle [Nothing]
3. Conversion Take the money, think less and
less about the relationship as time goes on
4. Delivery & Followup Delivery (no followup)](https://image.slidesharecdn.com/aumcsglqqsujqlo92lw3-signature-b56d04bd3abe13bf9f127eeccfdddab534a8eb1c50fe25f5b8ef0fd1a2981b74-poli-141012093448-conversion-gate02/75/Sales-Automation-Engineering-3-2048.jpg)
Uploaded byDan Russell
Sales Automation Engineering
The document outlines an effective sales automation process, emphasizing the importance of having a defined sales cycle, accurate metrics, and combining email automation with CRM tools for lead generation, nurturing, conversion, and follow-up. It critiques common mistakes in sales processes that lead to lost opportunities and stresses the need for data to optimize sales steps. Recommended tools like Mailchimp and Insightly are provided to streamline this process for better engagement and conversion rates.
Sales Automation Engineering
- 1. Sales Automation Engineering that actually makes sense
- 2. Here’s what thetypical sales process looks like: 1. Lead generation 2. Nurture cycle 3. Conversion 4. Delivery & Followup
- 3. Here’s what peopleusually do instead: 1. Lead generation Blitz valuable prospects 2. Nurture cycle [Nothing] 3. Conversion Take the money, think less and less about the relationship as time goes on 4. Delivery & Followup Delivery (no followup)
- 4. No wonder leadsget dropped.
- 5. and no wonderpeople think this stuff is complicated!
- 6. To automate yoursales, you need to have: 1. A defined sales process 2. Metrics Installed 3. Traffic
- 7. Rule #1: Youcan’t automate a non-process
- 8. Non-process: A collectionof actions or decisions that change based on circumstances or parties involved
- 9. A non-process is: 1. Unscalable 2. Non-transferable 3. Non-optimizable
- 10. Rule #2: Youcan’t optimize a process without data
- 11. Every process hassteps. Each step has a conversion point. Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.
- 12. Every process hassteps. Each step has a conversion point. Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward. Without this data, you’ll be blind in making changes to your cycle and unable to determine whether they’ve worked after you make them.
- 13. there are 2main metrics to optimize: Impression Metrics Engagement Metrics
- 14. let’s look atan example
- 15. A local contractor’swebsite There are 3 entry steps to this contractor’s sales cycle. It begins on his website... Enter email & phone into website Send confirmation & enter into nurture sequence Reach out over the phone to schedule a consultation
- 16. Impression Metrics Thisis data that tells you who is SEEING your outreach. This data is collected at the beginning of each step. Enter email & phone into website Send confirmation & enter into nurture sequence Reach out over the phone to schedule a consultation Traffic Time on site Bounce rate Open rate Click-through rate Rate of getting them on the phone
- 17. Engagement Metrics Thisis data that tells you who is ENGAGING with your outreach. This data is collected at the end of each step. Enter email & phone into website Send confirmation & enter into nurture sequence Reach out over the phone to schedule a consultation Email delivery rate Rate @ which they call YOU Rate @ which YOU call them Win rate
- 18. Here’s what we’recollecting now... Enter email & phone into website Send confirmation & enter into nurture sequence Reach out over the phone to schedule a consultation Email delivery rate Rate @ which they call YOU Rate @ which YOU call them Win rate Traffic Time on site Bounce rate Open rate Click-through rate Rate of getting them on the phone (outbound)
- 19.
- 20. here’s how it’s simplified...
- 21. All of thisstuff is automatically collected. Enter email & phone into website Send confirmation & enter into nurture sequence Reach out over the phone to schedule a consultation Email delivery rate Rate @ which they call YOU Rate @ which YOU call them Win rate Traffic Time on site Bounce rate Open rate Click-through rate Rate of getting them on the phone (outbound)
- 22. All of thisstuff is automatically collected. Enter email & phone into website Traffic: 50 visits/day Time on site: 2m07s Bounce rate: 60% Send confirmation & enter into nurture sequence 50% open rate 12% CTR Reach out over the phone to schedule a consultation 57% reached on phone 97% email deliverability 5% inbound / 90% outbound 30% win rate
- 23. so what’s usedto collect & analyze it all?
- 24.
- 25.
- 26. the software Emailautomation Sales/CRM
- 27. Here are thetools I recommend: Email automation ● Mailchimp (recommended) ● AWeber ● Constant Contact ● Infusionsoft ● Ontraport
- 28. Here are thetools I recommend: Sales & CRM ● Insightly ● Pipedrive ● Salesforce ● Infusionsoft ● Ontraport
- 29. When combined, these2 types of tools will be able to provide all of these: 1. Lead generation (Email & Sales/CRM) 2. Nurture cycle (Email) 3. Conversion (Sales/CRM) 4. Delivery & Followup (Email & Sales/CRM)
- 30.
- 31. Mailchimp + Insightly $17 per month Email opt-in & automation Sales tracking
- 32. AW ProTools +Pipedrive $59 per month More advanced autoresponders More advanced sales pipeline tracking
- 33. All-in-one More flexible& integrated More expensive ($200+ per month)
- 34. my recommendation... (atleast when you’re just getting started)
- 35. Mailchimp + Insightly $17 per month Email opt-in & automation Sales tracking
- 36. Mailchimp & Insightly Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.
- 37. Mailchimp & Insightly Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need. Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.
- 38. Mailchimp & Insightly Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need. Insightly will give you all of the CRM functionality you’re looking for, at least when getting started. Only after you’ve gotten comfortable with their functionality should you opt for an all-in-one solution.
- 39. Once you havethem set up... 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins 4. Integrate your email & sales/CRM system into your website opt-in form 5. Install Google Analytics on your site to measure traffic, etc. 6. Drive traffic to your site with ads & content marketing
- 40. most people dothe following:
- 41. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this 4. Integrate your email & sales/CRM system into your website opt-in form 5. Install Google Analytics on your site to measure traffic, etc. 6. Drive traffic to your site with ads & content marketing
- 42. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this 4. Integrate your email & sales/CRM system into your website opt-in form 5. Install Google Analytics on your site to measure traffic, etc. 6. Drive traffic to your site with ads & content marketing
- 43. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this Assume this is too complicated 4. Integrate your email & sales/CRM system into your website opt-in form 5. Install Google Analytics on your site to measure traffic, etc. 6. Drive traffic to your site with ads & content marketing
- 44. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this Assume this is too complicated 4. Integrate your email & sales/CRM system into your website opt-in form Assume this is too complicated 5. Install Google Analytics on your site to measure traffic, etc. 6. Drive traffic to your site with ads & content marketing
- 45. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this Assume this is too complicated 4. Integrate your email & sales/CRM system into your website opt-in form Assume this is too complicated 5. Install Google Analytics on your site to measure traffic, etc. Install, never check it 6. Drive traffic to your site with ads & content marketing
- 46. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this Assume this is too complicated 4. Integrate your email & sales/CRM system into your website opt-in form Assume this is too complicated 5. Install Google Analytics on your site to measure traffic, etc. Install, never check it 6. Drive traffic to your site with ads & content marketing They do lots of this!
- 47. most people dothe following: 1. Lay out your sales cycle 2. Identify your impression & engagement metrics 3. Write a (minimum) 4-part autoresponder series for email opt-ins Skip this so they can’t do this Assume this is too complicated 4. Integrate your email & sales/CRM system into your website opt-in form Assume this is too complicated 5. Install Google Analytics on your site to measure traffic, etc. Install, never check it 6. Drive traffic to your site with ads & content marketing They do lots of this! Not so much
- 48. Let’s take alook at this again... 1. Lead generation 2. Nurture cycle 3. Conversion 4. Delivery & Followup
- 49. Let’s take alook at this again... 1. Lead generation 2. Nurture cycle 3. Conversion 4. Delivery & Followup All of this has to be planned BEFORE the lead generation step. Think AHEAD of where your prospect is going to be and PREPARE their experience before they get there.
- 50. Sales Automation Engineering that actually makes sense
- 51. want to chatabout your business? www.danjrussell.com
- 52.